The Underutilized Hero of Content material Advertising and marketing Finest Practices

0
188


Content Atomization The Underutilized Hero of Content Marketing Best Practices

Confession time: I’d by no means heard the time period “content material atomization” till I joined Persuade & Convert. There. I stated it. Now, as soon as I realized the terminology, I noticed I’d really been training this technique of content material advertising and marketing finest practices for years. Simply, you understand, unknowingly.  

Now that I’ve received the lingo down, I can promise you: content material atomization is likely one of the strongest instruments you’ll be able to incorporate into your group’s content material advertising and marketing technique and executional processes. 

Like me, you might already be doing it in bits and items or inconsistently. However as a 19+ yr trade vet, I can additionally promise you: it really works means higher once you apply content material atomization ideas on function and on mostif not alltasks. Let’s dig into how and why. 

What’s Content material Atomization? 

Content material atomization is the method of breaking down a chunk of content material into smaller, bite-sized components and repurposing them throughout numerous advertising and marketing channels. Mentioned one other means, it’s once you take one substantial piece of content material and break it down into extra, strategically-sound, smaller items of content material. 

One other translation? Content material atomization = maximizing to make the very most out of every content material creation funding throughout numerous groups, techniques, and platforms.  

As a marketer, you already know: content material isn’t all the time straightforward (or cheap) to create. Even with AI, new applied sciences, apps, and different useful content material advertising and marketing shortcuts, it’s clever to create as many belongings as potential for every activation you make investments time, vitality and price range into. 

Persuade & Convert all the time recommends protecting the 1:8 purpose in thoughts: taking 1 large, tentpole piece of content material and aiming for 8 further items of content material. 

Content Atomization 1:8 ratio

With….a bit give and take, in fact. Some tasks could yield wayyyyy greater than eight concepts. Different occasions, perhaps solely three concepts make sense. 

 The extra you apply and observe weaving content material atomization into your tasks and processes, the extra you’ll see that flexibility comes into play. 

However for now, the underside line is: Your purpose needs to be to maximise content material for the very best expertise and publicity, and for what makes essentially the most sense on your model to atomize on your audiences. 

Persuade & Convert Knowledgeable take: 

“Content material atomization is the definition of ‘work smarter, not tougher’. Your pillar content material is your field of laborious work. Each smaller content material piece you create from that’s outdoors the field and a wise option to lengthen the laborious work used for the pillar piece.”

~ Kelly Santina, President

Illustrating How Content material Atomization Works 

When you learn the above and have been like, “What the what?”, right here’s a fast illustration of how content material atomization works in a content material advertising and marketing state of affairs: 

In my final full-time position, I used to be charged with launching a brand-new resort in New Orleans throughout our digital ecosystem with a splash but in addition…with a restricted time and price range. 

One (of many) digital marketing campaign efforts was the next tentpole video about NOLA beignets, top-of-funnel fashion since, who wouldn’t need to get recent, scorching beignets throughout their keep in New Orleans?! (It additionally occurred to showcase the resort’s distinctive providing of full in-villa kitchens the place you may – you guessed it – make your personal beignets.) 

To additional help and broaden the attain / enchantment of the first content material (the tentpole beignet video), my workforce atomized and distributed the next smaller, supporting belongings: 

  1. A protracted-format weblog post about beignets, tying again to the proximity of the brand-new resort to numerous NOLA beignet cafes and (in fact) embedding the tentpole video 
  2. A downloadable recipe card 
  3. An embedded video module with accompanying copy on the resort touchdown web page 
  4. An embedded “click on to play video” module inside promotional emails to certified leads 
  5. Fb video submit with distinctive caption
  6. Instagram video submit with distinctive caption
  7. YouTube video submit with distinctive caption
  8. Instagram Reel: vertical sneak peek with hyperlink to full video 
  9. Instagram Reel: behind-the-scenes iPhone interview of video’s native beignet cafe supervisor 
  10. Instagram Story Ballot asking followers in the event that they’ve ever loved a beignet 
  11. LinkedIn Company-centric submit 
  12. Pinterest pin, linking to the video 
  13. Paid media increase with distinctive advert copy

And…growth. There you could have it. One tentpole video turned 13 further items of supporting content material—every of which took very minimal effort to create—all of which cumulatively led to extra views, engagement, and traction behind the “marquee” asset. 

 Why is Atomization an Vital Content material Advertising and marketing Finest Observe?

At first blush, the idea of content material atomization would possibly seem to be extra work. In literal phrases, it’s. However in actuality, you’re stretching the investments you already made into your main piece of content material and lengthening its attain, engagement, and affect by breaking it down into smaller, bite-sized components. 

So positive, within the second, it would really feel like “extra.” However, by atomizing and repurposing your content material, you’re really minimizing the hassle required to create new content material from scratch. And, when carried out properly, you’ll be ensuring that main tentpole content material shines in entrance of far more eyeballs. 

3 Advantages of Content material Atomization 

1) Content material atomization is useful resource environment friendly: You’ll cowl extra floor with much less effort than making large, brand-new executions every time you submit / launch / publish. Plus, you’ll discover your content material calendar filling up rather more simply by squeezing as a lot as potential out of every manufacturing. 

2) Content material atomization majorly helps with relevancy: Executing and distributing 8+ items of content material throughout a number of platforms and in a number of methods provides you a greater probability of manufacturing content material that’ll be hyper-relevant to particular segments of your target market. 

3) Content material atomization contains built-in atomization: By taking your large thought and “spreading the phrase” in lots of, smaller methods, it’ll really feel such as you’re “in every single place” to your audiences. It’s principally an consideration multiplier.

Persuade & Convert Knowledgeable take: 

“Atomizing your content material is the only best and most dependable option to improve the discoverability of your content material. If you spend just a bit extra time atomizing content material and distributing for a number of channels and in a number of codecs, the chance of breaking by means of channel noise and reaching your very best viewers will increase exponentially.”

~ Sunny Hunt, Strategist  

Examples of Content material Atomization 

You could be questioning how that is carried out “in the actual world.” However when you’re conscious of the idea, you’ll shortly discover that content material atomization is everywhere in the world large internet.  

You know the way once you be taught a brand new phrase, you begin listening to it instantly? Or once you begin automobile buying, you immediately see extra of your short-listed autos in every single place you drive? I’ve a sense you’re about to note so many manufacturers, opponents, and friends atomizing their hero efforts now that this finest observe is in your radar.  

Within the meantime, just a few examples to additional illustrate content material atomization embrace: 

Moz’s Whiteboard Friday Movies 

Moz, an search engine optimisation software program supplier, publishes a weekly video sequence referred to as “Whiteboard Friday”, the place trade consultants talk about numerous subjects. They atomize these movies into shorter clips, GIFs, and weblog summaries, increasing their attain and catering to completely different audiences, preferences, and platforms.

College of Arizona

Considered one of our C&C shoppers, the College of Arizona, created COVID Watch, a cellular app designed to assist their campus neighborhood by means of the pandemic by offering free publicity notifications and constructive publicity alerts. To help the (mega essential) launch of COVID Watch, U of A created animated gifs, campus-wide illustrations, Instagram tales, sneak peek quick movies, a Twitter announcement, a social app overview, emails, campus signage, and push notifications.

University of Arizona content atomization

HubSpot’s Weblog-to-Social Technique

HubSpot, a significant participant in inbound advertising and marketing platforms, takes their weblog content material and atomizes it into social media snippets, creating visually interesting photographs with issues like key quotes, stats, and ideas. This strategy drives site visitors again to their weblog, whereas concurrently capturing consideration on social media. 

Persuade & Convert Social Execs Podcast

Our very personal award-winning podcast workforce all the time, all the time, all the time atomizes every Social Execs episode. For each 60 minute recording, our workforce pushes out at the very least 10 gadgets of supporting belongings. Suppose: tweets, tales, in-post visuals, full textual content transcripts, audiograms, LinkedIn carousels, blogs, and graphics that includes ideas, quotes, and factoids. Severely, choose any episode and also you’ll see a full spectrum of supporting techniques “on the market.”

Social pros podcast content atomization (1)

Pink Bull

Pink Bull can be masterful with the artwork of content material atomization. As you doubtless know, they usually seize unbelievable footage at excessive sports activities occasions like Pink Bull Air Race and Pink Bull Rampage. They then repurpose the first footage into a number of codecs, extending their shelf life far past the occasions themselves with belongings like YouTube movies, social media posts, podcasts, live-streamed occasion segments, and quick video snippets.  

Starbucks

One other beverage participant, Starbucks, can be robust on this observe. With their deep budgets, you would possibly assume they wouldn’t hassle with stretching each bit to its max. However Starbucks usually produces weblog articles on subjects like espresso recipes, sustainability, worker spotlights, and neighborhood initiatives after which repurpose them into shorter-form posts for social. Suppose Instagram tales, reels, and even video tutorials on TikTok. 

MeUndies

You could have seen this model in your sponsored newsfeed. As an up-and-coming title within the underwear and loungewear section, they successfully atomize their content material to increase their viewers engagement. As soon as once more, they take longer-form weblog posts that debate subjects associated to consolation, vogue, and way of life after which atomize this content material into shorter posts for his or her social platforms, incorporating related quotes, photographs, movies, and graphics whereas making a cohesive model “look” throughout a number of channels. 

Every of those examples exhibit how one can successfully atomize your content material by creating completely different “off-shoot” codecs that align with each your root content material and your model identification, viewers preferences/pursuits, and distribution platforms. 

Learn how to Unleash the Energy of Content material Atomization in Your Group 

Like many different worthwhile endeavors, content material atomization can take some observe. Till atomization turns into second nature, I like to recommend actively and overtly weaving the subject of content material atomization into your formal content material brainstorms and briefing processes. 

Everytime you’re assembly to debate ongoing content material or an upcoming initiative, content material atomization shouldn’t solely be mentioned, however assigned. With out a confirmed asset lead for each bit of content material and agency timelines, atomization can simply fall to the wayside when issues get busy. Particularly when workforce members get so centered / rushed / excited in regards to the main tentpole piece of content material.  

A Few “Starter Pack” Ideas for Infusing Atomization 

Tack on an additional 10-Quarter-hour per assembly to make sure time for content material atomization brainstorming. 

Assign an atomization chief to attach the dots and alternatives in plans / packages to verify conversations about atomizing are prioritized. 

Make a guidelines of your distribution channels and all the techniques in your toolbox. Convey this guidelines to every assembly / dialogue and do a fast round-robin on which platforms / techniques take advantage of sense on your content material. (e.g. “Does this make sense as an IG story?” “Is there an upcoming alternative to combine into an electronic mail ship?”, and so forth.) 

Examine your listing / concepts to our listing of 47 methods to atomize your content material. It’s an excellent useful resource to brainstorm and complement from. 

Clearly align, verify, and assign asset leads and timelines to every smaller piece of supporting content material. Test in usually to make sure all the “spokes” are on observe and able to launch alongside the first “hub” asset. 

When main content material goes dwell, ship out a Launch Alert electronic mail to all the key stakeholders, contributors, and leaders, confirming what all went dwell, when, the place, how, and why. 

Share outcomes out early and sometimes. As quickly as your group begins seeing the fruits of your content material atomization labors, the momentum will construct right into a well-oiled atomization machine. 

Converse up! When you see a chance for a supporting tactic/asset, say one thing. Even when it’s not your workforce / division / wheelhouse, as you construct up your content material atomization muscle tissues, undertake a “good concepts can come from anyplace” mentality. Pro tip: this can be a nice philosophy to worth and enact, regardless!

Plus, you’ll be able to sign-up for our ON e-newsletter to get a dose of developments, insights, and recommendation twice a month. 

What number of a lot time are you devoting to content material atomization brainstorming? Click on To Tweet

Undecided the place to begin or the way to construct this into your content material advertising and marketing efforts? Contact us! Serving to our Persuade & Convert consumer companions by means of atomization processes, organizational transformations, and tangible toolkits is one thing we do on a regular basis. And we kinda geek out about maximizing content material efforts over right here… 

Persuade & Convert Knowledgeable take: 

Daniel LeminSome organizations confer with their giant, marquee content material belongings as hero content material. I see it fairly otherwise: the actual hero isn’t the large content material factor. The actual heroes are the handfuls, if not a whole bunch, of hardworking small issues that drip from the marquee content material. It’s sort of like a fruit tree; in fact you can not have the fruit with out the tree, however no one talks in regards to the apple tree. They speak in regards to the pie.”

~ Daniel Lemin, Senior Strategist

 

Closing Ideas on this Content material Advertising and marketing Finest Observe

Earlier than you begin fascinated by creating your subsequent large “factor”, take a step again and just be sure you’ve remixed, refreshed, and optimized your current content material. 

Content material atomization can take your subsequent launch from good to nice. It’s a robust technique that allows entrepreneurs to take advantage of out of their content material investments. By breaking down and repurposing your content material, you’ll be able to lengthen its attain, interact along with your viewers throughout a number of channels, and improve your model visibility. AND you’ll be far more environment friendly along with your assets and time. Win, win, win! 

Keep in mind to plan your atomization technique fastidiously, deeply perceive your viewers and platforms, construct in a bit of additional time for brainstorming, dialogue, and cross-departmental executions, and keep consistency, purposefulness, and creativity all through. 

With these content material advertising and marketing finest practices, ideas, tips and provoking examples in thoughts, you’re able to unleash the complete potential of content material atomization in your advertising and marketing efforts!



LEAVE A REPLY

Please enter your comment!
Please enter your name here